skeptical of in-game advertising, that hasn't stopped Sony from pursuing that path with some determination. After appointing Darlene Kindler to head up their in-game advertising efforts last October, AdAge is reporting that Sony will be "opening up" the PlayStation 3's advertising platform, allowing in-game advertisers Double Fusion, IGA, and Google's AdScape to sell dynamic ads.
Two years ago, Microsoft acquired in-game ad firm Massive which powers in-game advertising on the Xbox 360 platform. Sony's model is a "clear departure" from that – eMarketer's James Belcher says, "Making things open only makes things better for marketers or people who want to place ads because they aren't the mercy of a given network." With "baked in" ads, and competing dynamic services on the Xbox 360 and PS3 platforms, the reportedly $400 million game advertising business is going to become increasingly visible (for better or worse).